Context: out-of-home advertising in Peru, with sales in third-party hands
Clear Channel Peru sells out-of-home advertising space in a media market where much of the investment comes through agencies.
The challenge: relying on agencies to reach advertisers
Agencies controlled access to potential clients. This had three consequences:
- It was hard to build direct relationships with key decision-makers at advertisers.
- Commercial growth depended on third parties.
- The team had little control over its own pipeline.
The goal: its own pipeline, with direct contact
Clear Channel needed an outbound prospecting approach to reach the companies most likely to convert directly. The starting point was building an Ideal Customer Profile (ICP) based on its most profitable clients, considering industry, company size, role and specific challenges.
Siete's solution
Siete designed an outbound prospecting strategy run by a team of Sales Development Representatives (SDRs), prospecting specialists and content managers, coordinated with Clear Channel's Account Executives (AEs) to close deals.
How we executed it
- ICP-based segmentation: we prioritized the accounts with the highest potential and value.
- Response-driven messaging: we wrote sequences with persuasive subject lines to maximize reply rates.
- Multichannel outreach: personalized email, cold calls, video, social media and social selling, supported by LinkedIn Sales Navigator.
- SDR → AE handoff: a coordinated flow so every qualified meeting reached the sales team ready to move forward.
Results
- More than 25 qualified meetings per month, reaching 40 in some months.
- Average quality of 4/5, as rated by the client.
- Less reliance on agencies to reach new advertisers.
- Faster commercial growth and visible ROI from the first months.
- A shorter sales cycle, better prioritization of high-value opportunities and better conversion of cold leads into clients.
Why it worked
- The ICP was built on the most profitable clients, not on assumptions.
- Combining channels multiplied the touchpoints with each decision-maker.
- Coordination between SDRs and AEs kept opportunities from going cold at handoff.
Next steps
Clear Channel no longer depends on third parties to reach its ideal clients. Its sales team leads growth by combining outbound with inbound, and uses data from current clients to keep refining targeting and maximize the impact of every contact.
